Elephant House re-imagines local favourite Orange Crush

Long time fans of Elephant House Orange Crush got a treat this month as the local favourite was re-introduced to consumers in a striking, new bottle. One of Sri Lanka’s most beloved soft drinks, Elephant House Orange Crush was re-imagined with a new look and feel to be more appealing to young people.

Having most recently achieved a 20% year-on-year gain in sales volumes, primarily as a result of consumer love for the brand, Elephant House Orange Crush is the latest brand to benefit from the staggered, portfolio-wide re-positioning as envisioned by Elephant House – a subsidiary of top Sri Lankan blue chip John Keells Group.
Beyond a more striking bottle, Elephant House Orange Crush’s re-introduction in July also featured a renewed marketing push which was centred on more visually engaging point-of-sale materials, all of which had been created to tie into the flights of fancy associated with first love.
Elephant House Head of Beverages Chandima Perera said, “Following a slew of innovations, which were kicked off last year with a 400ml bottle re-design for Elephant House Cream Soda, the beverage voted Sri Lanka’s favourite for the sixth consecutive year at the SLIM-AC Nielsen People’s Award in 2012, as well as a taste re-formulation for Elephant House Lemonade, it was the right time for us to re-imagine customer favourite, Elephant House Orange Crush.”
“In addition to a striking, new bottle, we have also introduced new point of sale materials which will, thanks to comments by our loyal customers, tap into sentiments and moments that young people can relate to,” added Perera.  
He also commented that “Elephant House Orange Crush is most closely associated with the emotions of growing-up, while still being flexible enough to continue to be sought after by those with a sweet tooth or even those just craving the taste of orange.”
Rolled out this month, the new Elephant House Orange Crush 400ml is in stores now, while the already re-designed Elephant House Cream Soda and Elephant House Lemonade glass bottles, in similar 400ml sizes, are also presently available island-wide.